Rachel Kepinska-Smith, head of brand at Butlin's, told Marketing that the holiday brand had been associated with negative perceptions before, but that the new campaign was designed to "break" those connotations, with an "altruistic purpose" that champions hardworking families.

Kepinska-Smith said the ad was a demonstration of the favoured phrase of the brand's founder Billy Butlin, which he quoted from Shakespeare, namely, "Our true intent is for all your delight."

She said the music from 'Trololo', the viral hit fom Russian singer Eduard Khil singing in a 1970s recording, "can’t help but make people smile". She added that the TV ad iwas designed to "provide a free sample of the feeling people get of being on a Butlin's holiday".